Microcredentials ESG, Brand Identity and Sustainability Communication
Open Badge
6
In an increasingly sustainability-oriented economic and social context, understanding and effectively communicating ESG issues represents a key skill for companies and professionals in the field.
In Italy and internationally, sustainability has now become a strategic factor that influences consumer choices, corporate reputation, and market competitiveness.
The project aims to strengthen these skills by promoting an integrated approach to corporate sustainability that combines ESG theoretical foundations, sustainable marketing, and communication strategies, with the aim of building a credible brand identity and effective communication across different organizational contexts.
Learning Objectives
- Understand the theoretical and strategic foundations of corporate sustainability and the evolution of ESG models.
- Be able to apply stakeholder theory and stakeholder management tools to create shared value.
- Understand the Environmental, Social, and Governance dimensions, as well as the related risks and governance tools.
- Understand the evolution of marketing towards sustainable and stakeholder-oriented models.
- Be able to analyze sustainable consumer behavior and the main market macro-trends.
- Be able to build a coherent brand identity through brand purpose, sustainable positioning, and employer branding.
- Be able to design effective and credible internal and external ESG communication strategies aimed at stakeholders.
- Understand the role of storytelling and creativity in sustainability communication.
- Be able to identify and prevent the risks of greenwashing and greenhushing in communication strategies.
Who is this course for?
- Marketing, communication, and sustainability managers and professionals who want to deepen their understanding of ESG strategies.
- University students, particularly those studying Economics, Communication, Marketing, and related disciplines.
- Entrepreneurs and SME leaders looking to integrate sustainability into their business models and strategies.
- Consultants, trainers, and stakeholder engagement professionals seeking to strengthen their ESG communication skills.
- Anyone interested in understanding corporate branding, employer branding, and sustainable communication, and how these areas are evolving in the context of sustainability.
The program is delivered in Italian language; for further information, please contact futurostudente@unimarconi.it